Advertising and display apparatus



y 1929- E. BRUNHOFF ADVERTISING AND DISPLAY APPARATUS Filed July 3, 1925 Patented May 7, 1929.

UNITED STATES,

PATENT OFFICE.

. EDWARD BRUNHOFF, OF CINCINNATI, OHIO, ASSIGNO'R TO THE BBUNHOFF MANU- FACTURINGCOMPANY, OF CINCINNATI, OHIO, A CORPORATION OF OHIO.

anvnn'rrsme Am) DISPLAY APPARATUS.

Application filed July 3,

My invention relates to improvements in display and advertising apparatus. One of its objects is to provide improved apparatus by means of which merchandise may be displayedand illuminated and at the same time advertised. Another object is to provide improved apparatus designed to illuminate and display merchandise and to' attract attention to the goods and the special merits 'of the goods. Another object is to provideimproved apparatus to display, illuminate the goods,and at the same time illuminate the sign and the trade-mark, and associate the trade-' mark with the goods on display. Another object is to provide improved simple and efficient and inexpensive means to display and illuminate merchandise. Another object is to provide such means which is adapted to be shipped knock-down in compact form, and

to be set up for use upon arriving at its des-' tination. My invention also comprises certain details of form, and combination of components, all of which will be fully set forth in the description of the accompanying drawings, in which: I I

Fig. 1 is a front elevation of a display and advertising apparatus embodying my invention.

Fig. 2 is a side elevation of the apparatus of Fig. 1, partly in vertical section along the line 22 of Fig. 1.

Fig. 3 is a perspective view of the channeled sheet-metal cross-bar by mea s of which the illuminating and advertisin memher is detachably mounted upon the vertical standard.

Fig. 4 is a perspective view of the base and vertical standard'detached.

Fig; 5 is a side elevation illustrating a modification of Figs-.1 and 2.

The accompanying drawings illustrate the preferred embodiments of my invention, in which 15 represents a base member from which a standard '16 projects upwardly, and is preferably detachably connected to the base 15 so as to be compactly packed for shipment. Detachably mounted upon the upper end of the standard 16 is a sheet-metal structure which serves as a housing for an incandescent electric light bulb 17, and also as a support for a transparent or translucent advertising plate 18, and preferably for a. transparent or translucent plate '19 above the housing member, which is designed to carry beam of light rays to pass through the'plate 1925. Serial No. 41,384.

the trade-mark to be associated with the goods on display.-

The housing member 20 comprises a plane or curved plate 21 at its upper rear side, end plates 22 and 23, and a frame in front to hold.the advertising plates 18 and 19. A 00 channeled cross-bar 24 extends from front to rear of the housing member 20 intermediate of the end plates 22 and 23, and serves as a means for detachably andfirmly supporting the housing 20 upon the upper end as of the standard 16. This is preferably attamed by beveling the upper end of the standard to fit into the channel of the crossbar 24 and providing a screw 25 threaded into the upper end of the standard 16, with thehead of the screw a slight distance above the upper end of the standard. The crossbar 24 is provided with a slot 26 to engage the shank of the screw and beneath the screw head, and an enlargement at one end of said slot 26 through which the head of the screw may be passed, Thus by passing the head of the screw through the enlarged end of the slot 26, and then slipping the upper beveled end of the standard along the channel of the cross-bar, the narrow section of the slot 26 engaged opposite sides of the shank of the screw and beneath the screw head to firmly mount the housing 20 upon the upper end of the standard 16. The inner 35 face of the plate 21 of the housing 20, and I also the inner faces of the end plates 22 and 23 preferably serve as reflectors to reflect ttg'g light rays and direct them downwardly 'u on the goods to be displayed andvended, and to'thereby concentrate the light upon the goods, and to direct attention to the highly illuminated goods to be vende'd. A portion of the light is transmitted through the advertising plate 18, while a portion of the light is reflected from the rear face of the plate 18 and assists in illuminating the goods to be vended. A perforation through the upper portion of plate 21 at 28 enables a 21 and strike upon the rear face oflthe advertising (plate 19, and a portion of this light is directe forwardly through the transparent or translucent portions of the plate 19 to display the advertising matter or trade-; mark thereon from in front of the plate 19. The plate 19 is preferably hinged at 41 to the plate 18 so asto be folded over upon the ture of the goods. As illustrate in Fi s. 1 a

and 2 a cross-bar 30 carriedby the stan ard 16 supports two small plates or brackets 31 u on which shoes or similar articles are a apted to be mounted in pairs for display and to be' illuminated from above.

In Fig. 5 I have illustrated a modification having a curved standard 34 corresponding to the standard 16 of Fig. 1, upon which is mounted a tray or container 36 adapted to receive any tools or other goods which it may be desired to display. Also in Fig. 5 the forward end of the channel 24 terminates short of plate 18 and is attached to a cross-rod 43, which in turn is attached at opposite ends to the end section 22 and 23.

A li ht socket 38 is attached to the inner face of one of thevend sections 22 or 23, to

which the light bulb 17 is detachably secured.

I contemplate usinga continuously illuminat ed light ulb fora-portion of the articles to be displayed, but I preferably provide 'a socket and light bulb in which the illumination is automaticall and intermittently regulated or interrupte by thermostatic or'other similar means or member 40, see Fig. 5, to thereby utilize the variationsin intensity of illumination to attract attention to the displa of goods. i

Fhe apparatus herein shown and described is capable of considerable modification withthe scope of the claims without departing rom the spirit of my invention.

What I claim is. v

1. A display apparatus comprising a base,

a standard mountedupom'and extending upwardly' from said base, a housing mounted upon the up or end of said standard and provided wit an advertising plate formin' I the front wall of said housing'and throug which lightrays are adapted to pass and with. the end wall of said housing substantially opaque, an illuminating member housed with in said'housing and serving to direct light rays downwardly toward said base and up wardly and forwardly through said advertising plate, and substantially horizontal supporting means carried by and above said base adapted to interchangeably support goods to the front wall ofsaid housing and through which light rays are adapted to pass and with substantially opaque rear and end housing walls serving to concentrate and reflect abeam' of light rays downwardly'from said housing,

an illuminating member housed within said housing and serving to direct light rays through said sign and directly and by reflection to direct light rays downwardly from said housing, and a substantially horizontal tray carried by said standard above said base adapted to interchangeably support the goods tobe displayed in position to be illuminated by the downwardly directed light rays from said illuminating member and housing.

er end of said standard and provided w1t an advertising plate forming 3. A display apparatuscomprisin a base,

; a standard mounted upon and exten ing up-,

wardly from said base, a housing mounted upon the upper end of said standard and provided with an advertising plate forming a front wall of said housing and a light window in the top wall of said housing and an advertising-plate located above and supported by said housing, and through both of which advertising plates light rays are adapted to pass, substantially opaque rear and end housing walls, said rear housing wall being provided with perforation through which light rays m3. pass to the rear face of the upper advertis ng plate and thence forwardthrough said upper advertising plate, an illuminating member housed within saidhousing and serving todistribute light rays downwardly from said housing and upwardly through said respective advertising plates and supporting means carried by said baseto' support the goods to be displayed in position to be illuminated by the downwardly directed light rays from said housing. In testimony whereof I have hereunto affixed my signature.

EDWARD BRUNHOFF. 

